new ideas for communication - europa · • some shs may have little scientific expertise at their...
TRANSCRIPT
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Vilnius, 15 September 2017
New ideas for communication –plain language summaries
Bernd Elzer & Simon TerryEuropean Food Safety Authority (EFSA)
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The EFSA context
Plain Language Summaries
Benchmarking Templates & consultation
Conclusions
Next steps
OUTLINE
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The EFSA context
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EFSA AT A GLANCE
> 450 staff
> 1 500 experts
1 000 meetings/year
500 outputs a year
in Parma (founded in 2002)
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WHAT EFSA DOES
Provides independent scientific advice for EU risk managers and policy makers on food and feed safety
Provides independent, timely risk communication
Promotes scientific cooperation
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EFSA’S MANDATE IS TO
Food and feed
safety advice to its
partners, stakeholders and the
public at large in a clear
and accessible
way.
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WITH WHOM?
POLICY MAKERS
CONCERNED INDIVIDUALS
STAKEHOLDERS
SCIENTIFIC COMMUNITY
RISK MANAGERS
RISK ASSESSORS
MEDIAPARTNERS
efsa
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HOW?
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EFSA JOURNAL
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Plain Language Summaries
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WHY PLS?
• EFSA outputs are highly technical, inaccessible • Some SHs may have little scientific expertise
at their disposal
Bridging the gap
• Key priority: non-technical summaries
EFSA Journal user survey
• Engage EFSA scientific staff in the risk communication process
• Make scientific outputs more accessible
Spin-off effect on science
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WHAT ARE PLS?
• Increasingly used by scientific organisations• Found to support accessibility, usability and sharing
of information
Brief, jargon-free syntheses of scientific outputs written for non-technical or lay audiences
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PREVIOUS EXPERIENCE – FROM FACTSHEET TO PLS
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THE PLS PROJECT – OBJECTIVES
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Benchmarking
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PLS – A VARIETY OF APPROACHES
• varied, but mostly mirroring science abstracts• detailed guidance, templates, checklists
Content & structure
• mostly text-based, with trends towards more innovative forms (videos, infographics, SoMe)
Format & dissemination
• internal vs external• involvement of both science & comms experts• involvement of target readers in drafting/review
Production
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PLS – USEFUL BUT RESOURCE-INTENSIVE
• increase understandability, usefulness, accessibility
• wider audience reach, enhanced re-usability, increased consistency
Advantages
• over-simplification, patronisation• resource-intensive• lengthy approval process
Disadvantages
• on transparency, engagement, health• BUT: no formal assessment of impact
Positive impact
+
-
!
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PLS – RECENT TRENDS
• shorter and more structured guidance• based on target audience research and testing
Guidance
• text-based PLS prevail (news story format, interview style)
• evolving formats better suited for web (podcasts, videos, infographics, data viz)
Content, format, dissemination
• automated PLS written by computers• computer generated visuals and maps
Generation
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Templates & consultation
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DEVELOPMENT OF TEMPLATES
For different readers & outputs types
Abstract structure (400-700 words)
Modular approach (basic to complex)
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MODULAR APPROACH
Elements Basic Complex (with visual)
[Title][Section headings][Coloured box]
Background (with additional info onscientific context)
What work did EFSA carry out? (with additional info on how
EFSA reached its conclusions)What were EFSA’s conclusions?Other organisations’ findings[Visuals]Want more info?Glossary (optional)
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CONSULTATION
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LIMITATIONS
•No feedback from EC & EP•Some groups underrepresented•Consumers only from one country
Audience
•PLS tested only for one topic•Only one type of visualTemplate
•Full implications not examined•Nor comparative (dis-)advantagesImpact
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Conclusions & recommendations
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BASIC VS COMPLEX TEMPLATE
• Abstract type structure valued positively• Lack of headings is an issue for lay readers• Recommendation: improve structure
Basic template
• Overall length & additional elements valued positively across all groups
• Some variation in terms of preferences• Uncertainty may need more explanation
Complex template
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VISUALS & DISSEMINATION
• Help interpret, understand and remember info• Mixed views on function /content of pictures • Their use to describe complex info may have
resource implications
Visuals
• Benchmarking: different approaches• Consultation: no clear preference –
industry prefers PLS within scientific output, consumers prefer them separate
• Recommendation: adapt PLS dissemination approach based on intended audience
Where should PLS be found?
?
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MAIN CONCLUSIONS & RECOMMENDATIONS
Complex format with visuals would work for all groups
Production of different formats for different audiences not efficient
Resource-intensive process, requires mediating audience needs
Modular template is effective, but could be marginally improved
PLS are a useful tool to help lay readers understand complex info
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Next steps
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NEXT STEPS
• Evaluate report• Fine-tune modelQ3 2017
• Small pilot• RecommendationsQ4 2017
• Larger pilot2018
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THANK YOU!
Questions?
Comments?
Experiences to share?
Let’s discuss!